Internationally Managing Your Campaign From A Distance
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Internationally Managing Internationally Managing your Campaign from a Distance Distance 29 th April 2009
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Topic: Internationally Managing your Campaign from a DistanceHow to successfully manage an international affiliate program? How to overcome challenges related to country and culture differences, and what to keep in mind when expanding your affiliate program beyond national borders? This topic is also becoming more relevant for affiliates as they take their marketing efforts global and learn how to best work with international advertisers.In today’s economy, performance marketing is a crucial component of companies’ overall online marketing strategy. Affiliate Marketing is essential as it has a lower CPA than other advertising channels, and it is major vehicle for increasing visibility online. We live in a Global Economy, and expanding your online activities internationally is more important than ever to be successful.
Transcript of Internationally Managing Your Campaign From A Distance
Internationally ManagingInternationally Managing your Campaign from a DistanceDistance29th April 2009
Who’s who?
• Cheryl Ingram UK Client Development Director• Cheryl Ingram, UK Client Development Director, Commission Junction
• Peter Norris, Performance Marketing Manager, EMEA InterContinental Hotels GroupEMEA, InterContinental Hotels Group
• Lena Siara Huang eCommerce Manager• Lena Siara Huang, eCommerce Manager,
Marriott International
Agenda
• Introduction – the European landscape
• Marriott and IHG program overviews
• Interview – with IHG and Marriott
• Wrap‐up
• Any questions?
European Facts
• The total online audience in Europe grew by 8% YOY to 241 million (June 08)
• This year, eMarketer estimates there will be 136.1 million Europeans online in the five largest European Union countries – UK, France, Germany, Italy, Spain
• c178 million Europeans go online every week
• Over half (55%) of internet users in Europe go online everyday
• Europe now accounts for 28% of the total world population
• Online behaviours across Europe have changed dramatically ‐ a massiveOnline behaviours across Europe have changed dramatically a massive 80% of European internet users have bought a product or service online, up 3% since 2006 and double the 2004 figure.(EIAA Mediascope study)
YoY Growth in Broadband Penetration
Differences by Market
Differences by Market
Differences by Market
Differences by Market
Differences by Market
Peter Norris
IHG at a Glance
The IHG Affiliate Campaign
An introduction:
– IHG has one global affiliate programme with local management in the Americas, EMEA and APAC regions;
– Commissions are paid on completed stays;
Promote all brands and hotels globally;– Promote all brands and hotels globally;
– Migrated to CJ in 2008 from BeFast;
Why we chose CJ
Some of the benefits of the CJ platform are as follows:
– A global leader in affiliate marketing, allowing IHG to work with new sites in all regions
– Opportunity to partner with top performing affiliates
Affiliate commissions can be paid inmultiple currencies– Affiliate commissions can be paid in multiple currencies
– The potential for more revenue and exposure for our hotels
– Allows for easy sign‐up and enrolment to the affiliate program
Our Expansion into Europe
• Install ‘on‐the‐ground’ local management of affiliate programmes
• Build direct relationship between local CJ manager & IHG performance marketing manager for that country
i l• Provide local Performance marketing managers with outlet for potential publishers
d f l f bli h i i & li d i• Provide facility for new publisher enquiries & streamlined sign‐up process
• Grow affiliate based revenue in France, Germany, Italy & Spain.
• Commission new revisions & improve quality of existing affiliate campaign materials in Europe (creative, links, catalogue)
• Operate recruitment drive of locally identified potential publishers
Lena Huang
Marriott International – Fast Facts
Marriott has over 3,100 hotels in 68 countries, and has been ranked as the lodging industry’s most admired companylodging industry s most admired company
In 2008, Marriott.com has been ranked …
#7 i th T 10 l t t il W b it i th ld• #7 in the Top 10 largest consumer retail Web sites in the worldNo other hotel company has made it into the Top 10.
• #1 for “User Experience”#1 for User Experience First time a direct supplier has out‐performed any travel service aggregator, including Expedia and Hotels.com
2008 Online Sales
• Marriott.com drove $6.2 billion in gross revenue (+18.8% YoY)
• Marriott Global sites grew +66% YoY• Marriott Global sites grew +66% YoY
Marriott ‐ Brands
Affiliate Marketing – a Growing Channel
Affiliate Marketing as strategic part of overall online strategy
• Channel increases visibility online• Channel increases visibility online
• Gives access to new customers and customer segments
• Affiliate shoppers tend to buy more than the average shopper
• Lower CPA than other advertising channels
Why Marriott decided to expand globally…
• In the US affiliate marketing spending accounts for 9% of total online ad spending and is estimated to reach $3.3 billion in 2012
• The US affiliate industry is estimated to grow at a compound annual y g pgrowth rate (CAGR) of 13% over the next five years
• Travel is #1 advertiser sector in affiliate industry, accounting for 30%
• Affiliate marketing is a growing channel – globallyAffiliate marketing is a growing channel globally
Marriott’s Affiliate Programmes Today
US Program UK Programme
• Launched in 2003
• Main audience in US & Canada
• To date 3,000+ affiliates
• Launched in 2007
• Main audience in UK & Ireland
• To date 600+ affiliatesTo date 3,000+ affiliates To date 600+ affiliates
YOY Growth2008: +80%
Interview
International ‐ Operations
North America Central Europe
Regional Offices – International Sites – Affiliate Programs
North America
UKIMEA
pUSA Germany
France
Carrib ‐LatAm
UKIMEAAsia‐PacificUK
Ireland AustraliaChinaJapan
US & Canada UK & Ireland
Carrib. LatAm
LatAm ‐ Spanish/ EspañolBrazil
JapanSouth Korea
Previous Affiliate Marketing Structure
C i ti &Campaigns, creative & strategy drip fed into European campaign with no consideration of language, regional g g gdifferences, or local contacts.
Revised Affiliate Program Structure
Affiliate Programme Realignment
The new structure increases programme accessibility for the local IHG manager, as well as utilising local knowledge on both IHG and CJ sides;
Non‐CJ Provided with Local CJ Manager able to
Recruitment ongoing by CJ
Existing CJ
Publishers in local marketLocal IHG
Performance Marketing M
information from
Commission Junction Local manager on
Local CJ Manager able to immediately offer terms
On‐the‐ground, local CJ
Affiliate programme
Publishers in local market
Manager manager on… manager able to approach publisher & invite to
program.
IHG identified potential publishers identified in local market, by local IHG performance marketing manager & added to campaign
Interview
Publisher Recruitment
Recruiting
Direct Network
Conferences/
Direct OutreachRegional Managers
Outreach to pubs with various
business models
RegionalHotels
Publisher Recruitment Challenge
AttractingAttracting,
targeting &
approaching theapproaching the right
publishers in heach country…
Interview
Publisher Communication
Language
Less Face-to-
Face
Cultural Differences
Time Differences
Language Issues
Local K l dKnowledge
Publisher CommunicationPublisher Communication
Revised Campaign Materials
Some of the changes we’ve made to ensure good communication:
– New translated publisher information pages;
– Newly commissioned IHG branded creative;Newly commissioned IHG branded creative;
– Hotel database updated and translated for publisher download;
– Deeplink URL generators;
– Translated newsletters/emails..
Interview
Meeting Publisher’s Needs
Cultural Country needsSpecifics
Market Trends
Publisher Needs
Industry Trends
Keeping up‐to‐date
• Understanding and being aware of each market is vital to success.
– Local CJ Manager inputs on country trends, creative requirements & bespoke opportunities within publisher base;
– Local IHG Performance Marketing manager forms relationships with local publishers and can negotiate deals;
– UK & US IHG Performance Marketing Managers can open promotional campaigns out to Europe through translated and locally relevant materials.
– Maintain a presence on A4U and approach potential affiliate partnersvia system.y
Some Extra Bits
Where are you now and what have you learnt on the way?you learnt on the way?
Fresh & Innovative Programs
Affiliate Offers
• Hotels/ Rooms with 11 different Marriott brandsC i i l t d tCommissions on completed stays
• ShopMarriott ProductsCommissions on online purchases
Affiliate Tools
• Variety of creative and advanced links
• Data feeds, Deep links, Custom links
• Deals and specials
Communication
Constant updates with tips & tricks
What’s Next?
Global Expansion – Things to consider
• Market potential
/• How developed is eCommerce in this market/ country
• Existing affiliate industry
• Awareness of your products/ services/ brand
• Local representation/ Language constraints
• Choosing the right affiliate network
• Technical and cost considerationsTechnical and cost considerations
Where are we now?
• Within Europe;
– 270+ publishers signed up in Europe;
– Fully integrated, locally managed, regional campaigns running in France, Germany, Italy and Spain;
– 33% increase in European affiliate revenue since start of European expansion;
– Ongoing recruitment drive, reviewed on a quarterly basis in place to grow European publisher base organically.g p p g y
• Globally;
28% YOY Growth in March Gross Revenue– 28% YOY Growth in March Gross Revenue
Coming Soon
Coming Soon
Coming Soon
Coming Soon
Coming Soon
Wrap Up
One size does not fit allOne size does not fit all
Communication, Communication,Communication, Communication, Communication
Any questions?Any questions?
